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ADVE 438 Off-campus Advertising Seminar Students travel to one of the great advertis- ing capitals of the world to learn about its renowned advertising agencies. This course is conducted as a study trip to an exciting selection of agencies that have made important contributions to the industry, both nationally and internationally. Before traveling, students prepare case studies of the region’s advertising; during the seminar, they keep detailed journals and participate in end-of-day discussions. The result of their research and study is an integrated, multimedia campaign that reflects the essence of the destination’s unique culture and style. Prerequisite(s): ADVE 304.


ADVE 441 Copywriting for Broadcast Refining their ability to develop commercial adver- tising concepts, students in this course create copy specifically suitable for television and radio broadcast. Areas of focus include advertising campaign concept development, tailoring concepts and copy to specific time constraints, and writing for the listener’s ear. Prerequisite(s): ADVE 321.


ADVE 447 Art Direction for Broadcast Focusing on broadcast media, this course continues the development of the skills required of an art director. Students apply their creativity by translating marketing needs into innovative, effective television and radio campaigns through a series of challenging projects. They learn to develop and execute marketing solu- tions from concept to storyboard, from pre-production through postproduction. Terminology, protocol and production-based logistics are explored. Emphasis is placed on creativity, execution, resourcefulness, teamwork and project management skills required to generate compelling, effective advertising solutions in the broadcast environment. Prerequisite(s): ADVE 334.


ADVE 450 Competition Preparatory Work Students team up to develop a campaign for entry in the National Student Advertising Competition. This course (part one of two) focuses on the important preliminary work—specifically research planning and development, media planning, ad planning and bud- geting—that leads to the creative finished product. Starting with proprietary research and a brief provided by the client, students develop an overall advertising strategy and detailed campaign plan to set direction for the creative production in the second course. Whether the student takes the first course, the second course or both, each has the potential opportunity to represent SCAD at American Advertising Federation conferences. Prerequisite(s): By permission of the department chair.


ADVE 460 Competition Creative and Presentation Work Students team up to develop a campaign for entry in the National Student Advertising Competition. Guided by the previous course, this course focuses on the creative work, as well as oral and written pre- sentations. Whether students take the first, second or both courses, they may have the opportunity to represent SCAD at American Advertising Federation conferences. Prerequisite(s): By permission of the department chair.


ADVE 495 Special Topics in Advertising Design This course offers students the opportunity to focus on an advertising design project. The course emphasizes research analysis and the creative process that leads to strong advertising solutions. Students are expected to demonstrate relevant conceptual ideas and pro- duce final solutions that reflect the creative strategy. Prerequisite(s): Vary according to topic.


Advertising (Graduate)


ADVE 501 Advertising and Copywriting Essentials Through exposure to advertising case studies, past and present, students with minimal advertising experience learn the essential language of advertising. Lectures instill an appreciation for advertising’s capacity to reflect and shape popular culture and the marketplace,


while studio time provides experience in writing copy and developing advertising ideas designed to connect with the consumer.


ADVE 502 Art Direction and Typography Essentials This course establishes essential art direction and typography skills and knowledge through a combina- tion of lectures, studio work, readings and assigned projects. Aspiring advertising designers and copy- writers develop a working knowledge of art direction and typography, and their places in contemporary advertising. This course prepares students to take more specialized and advanced subsequent courses in the advertising programs.


ADVE 503 Software and Production Essentials Students follow a progression of lectures, studio exercises and assignments to learn both the practical and technical skills essential to advertising design and production. Industry standard software applications and their functions are explored, along with traditional production methods and craftsmanship.


ADVE 705 Typography for Advertising Designers The role of typography in the field of advertising design is the focus of this course. Students are trained and encouraged to use typography as a sophisticated tool for expression in marketing communications and to apply typographic design principles in ways that are consistent with brand strategy. A range of con- temporary media, from print to digital, is included in coursework and projects. Various typographic design philosophies—from classical to progressive—also are explored.


ADVE 707 The Great Copywriters Students in this course gain a historical perspective on the seminal figures in copywriting from the early 1900s through the current day, including figures such as Reeves, Bernbach and Sullivan. They also gain valuable insights that help them apply many of these techniques to their own writing.


ADVE 709 Advertising Studio I: Creative Strategies Students in this course construct visual and verbal solutions directed toward a defined market niche based on research and analysis of key prospects and competition. Lectures and projects encompass topics and practices necessary for the development and strategic planning of creative solutions.


ADVE 719 Advertising Studio II: Branding Solutions Through educational seminars emphasizing interac- tion and exchange of information, students explore common issues that arise when developing a brand. This graduate survey emphasizes teamwork, solid creative solutions and marketing formulas for building a highly developed brand within a product or service category in a specific market segment. Prerequisite(s): ADVE 709.


ADVE 727 Exploring Copywriting Genres Students develop versatility and sophistication in their copywriting through exposure to techniques used in various genres (humorous, emotive, literary) and hands-on projects in which they emulate styles successfully employed in those genres. By pushing their stylistic boundaries, students gain insights into their strengths and shortcomings as copywriters. Prerequisite(s): ADVE 707.


ADVE 729 Art Direction Students learn to direct the balance of elements includ- ing copywriting, typography, illustration, photography, sound, animation and visual effects to facilitate the communication of a message. Students complete print- based and online projects. Prerequisite(s): ADVE 705.


ADVE 731 Advertising Copywriting This course offers the opportunity to examine and practice the principles and conceptual processes of advertising, as they pertain to copywriting. Through a series of hands-on assignments and problem-solving exercises students participate in, and collaborate with art direction, in the writing of advertising copy.


ADVE 737 Capturing the Authentic Voice Tailoring their words to an existing or desired brand personality, students strive to develop memorable copy that reflects the soul of the advertiser. Then they turn their attention to the ultimate brand–them- selves–transforming their own distinctive character and outlook into a writing style that is powerful, persuasive, and personal. Prerequisite(s): ADVE 727.


ADVE 739 Advertising Production Students explore issues of production for various advertising media. Through lectures, workshops, and field trips, students learn to select, plan and budget for the variety of elements required to create and execute successful advertising. The studio environ- ment of this course focuses on technical and material requirements, enabling students to problem-solve and address production issues specific to ads, direct mail, online marketing and broadcast (radio and television) advertising. Prerequisite(s): ADVE 709.


ADVE 749 Advertising M.A. Final Project In this course, students learn to present themselves with confidence when addressing prospective clients/ employers. It is the culmination of the advertising M.A. curriculum and is intended to serve as a forum for self-expression and realization. Students have an opportunity to explore self-directed avenues as well as job hunting concepts, networking skills and interview- ing techniques. Prerequisite(s): ADVE 719.


ADVE 751 Advertising for Alternative Media This studio course addresses new advertising design opportunities extending beyond traditional media. Through a series of lectures, projects and research, students conduct a thorough analysis and application of alternative media such as online, mobile, digital and broadcast design—areas that are expanding due to changes in demographic and cultural tendencies, envi- ronmental development and technological advances. Students develop comprehensive media plans that include alternative media in support of strategic plans. Prerequisite(s): ADVE 719.


ADVE 754 Global Marketing Solutions In this course students explore global advertising and the factors involved in translating marketing messages across continents and cultures. Students work in teams to conduct research in areas of media buying, economy structures, social and cultural conditioning, localization of creative execution and history of various markets. They work with an existing client to create an effec- tive advertising campaign for a specific market and consumer segment. Prerequisite(s): ADVE 719.


ADVE 759 Business Practices of Advertising Students learn the mechanisms necessary to maintain a viable agency through trend analysis within the sales environment, agency foundation, ethics, management, client recruitment and servicing, and production for an ad campaign. Prerequisite(s): ADVE 719.


ADVE 768 Off-campus Seminar in Advertising Students travel to one of the great advertising capitals of the world (i.e. Sydney, London or New York) to learn about its renowned advertising agencies. This course is conducted as a study trip to an exciting selection of agencies that have made important contributions to the industry both nationally and internationally. Before traveling, students prepare case studies of the region’s advertising; during the seminar, they keep detailed journals on all activities and participate in end-of-day discussions. The result of their research and study is an integrated, multimedia campaign that reflects the essence of the destination’s unique culture and style. Prerequisite(s): ADVE 729.


ADVE 770 Advertising Portfolio Students create a portfolio within formats relevant to industry expectations. Additionally, students develop a strategic self-promotion plan in support of market exposure and professional development. Prerequisite(s): ADVE 719.


cour se descr ipt ions


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